The Science of Popularity: Familiarity, Distribution, and Identity

The Science of Popularity: Familiarity, Distribution, and Identity

In today's age of distraction, where new content is constantly vying for our attention, what makes certain pieces of information, songs, movies, or products popular? According to Derek Thompson, author of "Hit Makers: The Science of Popularity in an Age of Distraction," the key lies in familiarity over novelty and distribution over content.

Thompson argues that as consumers, we are drawn to new products that secretly remind us of old products. We love new songs with old chord structures, new movies that are sequels or adaptations, and reboots of familiar franchises. This preference for the familiar is rooted in the way our brains process information. When studying the spread of content, researchers have found that it is often through broadcast mechanisms rather than social mechanisms. In other words, it's not about a million one-to-one moments, but rather a handful of one-to-one-million moments.

Emotionality and familiarity are powerful factors when it comes to popularizing content, but they are not enough on their own. The distribution strategy and the channels through which content is disseminated play a crucial role in determining its success. Thompson emphasizes that the sources that these pieces of information hit are more important than the qualities of the content itself.

Repetition is another key ingredient in creating popular content, particularly in the realm of music. Diana, a music expert, believes that repetition is the "god particle" of music. It is what distinguishes a cacophony of sounds from a song that our brains process and enjoy. Repetition taps into the part of our mammalian brain that craves familiarity and variety in a specific sequence. This pattern is also evident in speech, where rhymes and musicality can make ideas and slogans more believable to us. This phenomenon, known as the rhyme to reason effect, highlights the power of musical elements in capturing our attention and influencing our beliefs.

But why are we so drawn to the familiar? Thompson suggests that it is because people need identities, and identity is often defined in opposition to others. He introduces the concept of MAYA (Most Advanced Yet Acceptable), which represents the delicate balance between neophilia (the love of new things) and neophobia (the fear or aversion to new things). It is about finding the sweet spot on the spectrum of familiarity that resonates with people's identities and preferences.

Interestingly, there seems to be a parallel between the sensitive periods for music and politics. According to Spotify data, people's tastes in music tend to crystallize by their 30s, with a decline in interest in new songs after the age of 33. Similarly, the political sensitive period spans from the mid-teens to late 20s. This correlation suggests that our preferences and identities solidify during these formative years.

While familiarity and repetition play a significant role in popularizing content, there is another side to the equation. To sell something surprising, it needs to have a touch of familiarity. On the other hand, to sell something familiar, it needs an element of surprise. This balance between the expected and the unexpected keeps us engaged and interested.

Shifting our focus to the realm of personal organization and memory, the mymind extension offers a unique approach. The creators of mymind recognized that traditional systems of organization, such as folders, lists, and categories, were not keeping up with the pace of our minds and lifestyles. Instead, mymind aims to build an extension of our minds, allowing us to quickly save and retrieve information.

The core idea behind mymind is to provide trigger points to our memory through contextual and visual clues. Similar to stepping stones across a stream, these triggers guide us back to our memories effortlessly. The creators of mymind wanted to explore how our behavior and thinking might change if no one were watching. Would we be interested in different things? Would we discover new sides of ourselves? By creating a private space for ideas and memories, mymind offers mental peace and relief, free from the distractions and algorithms of social networks.

However, it is worth noting that many users still desire sharing and collaboration features within mymind. This desire stems from the innate human inclination to share and collaborate with others. Collaborative learning has been a cornerstone of human progress throughout history. While mymind focuses on individual utility and privacy, it is essential to recognize that social connections and collective knowledge are fundamental aspects of our human experience.

In conclusion, the science of popularity encompasses various elements, including familiarity, distribution, repetition, and identity. Familiarity and emotionality appeal to our preferences and help popularize content. However, the distribution strategy and channels of dissemination are equally crucial. Repetition and musicality capture our attention and make ideas more believable. Identity plays a significant role in our preferences, and finding the balance between familiarity and novelty is essential. Finally, mymind offers a unique approach to personal organization, focusing on individual utility and mental peace. However, the desire for sharing and collaboration highlights the importance of social connections and collective knowledge in our lives.

Three actionable advice:

1. Embrace familiarity and emotionality in your content creation or marketing strategies. Find ways to incorporate elements that remind people of what they already know and love.

2. Pay attention to the distribution strategy and channels through which you promote your content. Identify the sources and platforms that will reach the right audience and maximize its potential for popularity.

3. Strike a balance between the expected and the unexpected. Surprise your audience with something new, while also providing a touch of familiarity to keep them engaged.